In a recent episode of the “QSR Uncut” podcast, Peter Wright, vice president of franchising at Jollibee, sat down to unpack why one of the world’s most successful restaurant brands still feels like a “hidden giant” in the United States — and how franchising is set to change that. Wright, who joined Jollibee after leadership roles at Panera Bread and Starbucks, describes his own surprise at discovering the brand firsthand, despite its massive global footprint. Jollibee has operated company-owned locations in North America for 25 years, with more than 100 units across the U.S. and Canada, and more than 1,800 locations worldwide as part of the broader Jollibee Group.
A major theme of the conversation is brand awareness versus brand power. Jollibee has always had an incredibly loyal following, especially with Filipino-American communities. But now, Wright says they're seeing more and more customers as they open in new places and try out new restaurant styles.
“While this is a Filipino-based company, it’s not a Filipino restaurant,” he said. “It’s fried chicken.”
That accessibility, as well as the brand’s average unit volumes north of $4.6 million, helped convince Wright that Jollibee represents rare white space in the U.S. QSR landscape.
The podcast also spends some time talking about Jollibee’s new franchising plan, which got officially started earlier this year. The first franchise spot in Queens, New York, is already doing better than anyone expected — the person running it even sent in plans for more locations soon after they opened.
Wright really stresses that being flexible is a huge plus. “We’re showing success in a variety of market types, whether it’s suburban or urban,” he said.
As for franchisees, Wright says the brand is looking for folks who've successfully run multiple units, really know their local market, run a tight ship operationally and whose values align with Jollibee's. He sees franchising as a true partnership, emphasizing long-term support, keeping things simple and celebrating success together.
“If the franchisee feels well supported and sees the results in the store, they’re going to continue growing,” Wright said.
Listen to the full podcast episode here.
Jollibee
SPONSORED
VP of Franchising Peter Wright explains how the global fried chicken powerhouse is turning cult fandom, strong unit economics and a new franchising strategy into its next phase of American growth.
In a recent episode of the “QSR Uncut” podcast, Peter Wright, vice president of franchising at Jollibee, sat down to unpack why one of the world’s most successful restaurant brands still feels like a “hidden giant” in the United States — and how franchising is set to change that. Wright, who joined Jollibee after leadership roles at Panera Bread and Starbucks, describes his own surprise at discovering the brand firsthand, despite its massive global footprint. Jollibee has operated company-owned locations in North America for 25 years, with more than 100 units across the U.S. and Canada, and more than 1,800 locations worldwide as part of the broader Jollibee Group.
A major theme of the conversation is brand awareness versus brand power. Jollibee has always had an incredibly loyal following, especially with Filipino-American communities. But now, Wright says they're seeing more and more customers as they open in new places and try out new restaurant styles.
“While this is a Filipino-based company, it’s not a Filipino restaurant,” he said. “It’s fried chicken.”
That accessibility, as well as the brand’s average unit volumes north of $4.6 million, helped convince Wright that Jollibee represents rare white space in the U.S. QSR landscape.
The podcast also spends some time talking about Jollibee’s new franchising plan, which got officially started earlier this year. The first franchise spot in Queens, New York, is already doing better than anyone expected — the person running it even sent in plans for more locations soon after they opened.
Wright really stresses that being flexible is a huge plus. “We’re showing success in a variety of market types, whether it’s suburban or urban,” he said.
As for franchisees, Wright says the brand is looking for folks who've successfully run multiple units, really know their local market, run a tight ship operationally and whose values align with Jollibee's. He sees franchising as a true partnership, emphasizing long-term support, keeping things simple and celebrating success together.
“If the franchisee feels well supported and sees the results in the store, they’re going to continue growing,” Wright said.
Listen to the full podcast episode here.
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